Dan Simons: Principal

Dan Simons speaks and teaches food and the hospitality business from direct experience. His strengths are founded in his ability to lead and direct teams while focusing on systems that deliver profitability.

In 2004, Dan co-founded Vucurevich Simons Advisory Group with his mentor and business partner, Michael Vucurevich, and built a team of passionate restaurant industry veterans with the proven ability to take businesses to the next level. A true visionary, Dan spearheaded development of Founding Farmers for VSAG’s client the North Dakota Farmers Union. Founding Farmers is the greenest restaurant in Washington, D.C., and the first LEED Certified (Gold) restaurant in the nation’s capital. In less than two years, it has become the most-booked restaurant in the U.S. on OpenTable and has appeared in hundreds of media mentions.

Dan also harvests talent when he sees it. Founding Farmers Chief Mixologist, Jon Arroyo, is a master of his trade. Dan saw this talent and worked with Jon to launch Alembic Cocktail Catering, a cocktail-centric catering firm, poised to expand across the region, that specializes in pre-Prohibition style mixology for private events.

In addition to launching successful restaurant ventures, Dan is a founding board member of Spork Media, a social media and online marketing for restaurants. He has also revamped on-campus catering for Renown Healthcare and successfully catapulted a chef’s small-batch sauce operation into a national grocery store staple.

Prior to founding VSAG, Dan developed his operational foundation at high-volume restaurants like The Cheesecake Factory and TGI Friday's, which he then applied to the eatZi's Market & Bakery brand, helping to take it to a $65 million/year hybrid restaurant-retail operation.

Dan's operational expertise comes from on-the-ground experience and a passion for guest service, notable concepts, exceptional operations and bottom-line success. With a passion for leadership and the development of industry talent, Dan is a frequent panelist and speaker at industry and educational events and has participated in the FranklinCovey Leadership Symposium. As a topic expert and expert witness, he is often quoted in the media and trade journals.

Born and raised in Lynnfield, Mass., Dan studied international business at The George Washington University in Washington, D.C., and in 2010 founded The Scholarship for Sustainable Hospitality, an annual gift funded at the university by Founding Farmers, Farmers & Fishers and VSAG.

With an affinity for world travel and exploring hospitality concepts wherever they go, Dan and his wife live in Maryland with their three sons.

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